An essential introduction to the field for all students in advertising, communications, marketing, and allied fields, and an invaluable reference for profession

The classic guide to creative ideas, strategies, and campaigns in advertising, now in a revised and updated third edition In creative advertising, no amount of

The classic guide to creative ideas, strategies, and campaigns in advertising, now in a revised and updated third edition In creative advertising, no amount of

"How to find the ideas that make for great ads and deliver them in fresh, memorable, persuasive ways. Ideas are what make advertising great, but they're elusive